For this Visual Communications IV assignment, I had to choose a beverage company and two existing drinks within their product line to rebrand with a retro aesthetic. I decided to rebrand Sanpellegrino Aranciata and Limonata in an 80's retro style, leaning heavily into bright geometric shapes made popular by the 80s Memphis pattern.
Inspired by the retro designs of Tab and Fanta, I utilized negative space on the top of the can to create balance with the pattern on the bottom and draw the eye to the brand name and logo. The new bright colour palette brought to the flat labels creates a product that stands out on the shelf against competitors and is easily recognizable to customers.
To complete the assignment, I created two Instagram advertisements with similar bright and playful themes that transforms a classic brand into one that appears fun and youthful. While the retro style of the cans will appeal to older generations, the minimalist style of the ads appeals to younger generations. To recreate an 80s print look, I added grain to both the images and the text in Adobe Photoshop. The new tagline "A taste of Italy without the passport" is to encourage buyers to try something that they may not usually buy unless they were travelling.
